The Chipotle 'For Real' campaign is a new one that aims to communicate the chain's commitment to food made with real, simple ingredients.
While there are almost 2,500 Chipotle restaurants and a wide variety of menu items to choose from, this campaign spotlights the very few ingredients that go into making all of its offerings. As part of the campaign, Chipotle created a graphic depicting all 51 simple ingredients, which includes everything from avocado and beef to sweet corn and yellow onion. With this campaign, the chain notes that "the only ingredient that's hard to pronounce at Chipotle is 'Chipotle.'"
As well as helping to put a spotlight on its real, fresh ingredients, as well as its approach to preparing quality food, Chipotle is also drawing attention to its new tagline, "For Real."